Song Choice

We found deciding which song to feature in our music video one of the most difficult things in this process. We considered a range of songs such as:

Florence and the Machine - Dog Days are Over
The Vaccines - Wetsuit
The Vaccines - If You Wanna
The Naked and Famous - Punching in a Dream

We finally decided to use 'Pumped Up Kicks' by Foster the People, this is an upbeat song and we plan to use three boys and film most of our video in London, we have chosen this location because the band is from California so it would be difficult for us to stay true to the origin of the band, so we are aiming to make the band seem British as opposed to American, and what better way to portray this to the audience, than to use London! The landmarks are easily noticed as being British and the scenery is urban. 

Foster the People have only released one album, 'torches', and since its release in may 2011 it has already won, aswell as being nominated for, over six awards in 2011 alone. As well as this, they played in the NME tent at Reading, only second behind the headliners and the album has already gone platinum. The band are well known in the indie genre so this is why we have chosen their song; people would want to watch the music video if they had already heard the song.




As this picture shows, Foster the people have won 3 awards, two of which were for the specific song, 'pumped up kicks', from the album and one for the new artist of the year. They have been nominated for awards from big names such as MTV, Q, BRIT Awards and NME. Considering the fact that the album only came out just over a year ago, that is a long list of awards. This is another reason why we want to use this song for our music video, it is a well known song and we are fans of the band so we would like to do the song/album justice.


This picture shows that the band have only released one album, but three singles which would add to the recognition that the band gains, the best received one of these singles was actually Pumped up Kicks which is why we have chosen to do this song.

Target Audience

The audience that we plan to target our video at are the...


According the UK Tribes, bands that Indie Scenesters like are bands such as Vampire Weekend and The Kooks, although this was true in 2008, when the site published these findings, the Indie Scenesters have moved on to newer bands like Spector, Kasabian and Two Door Cinema Club.
The brands that the website claims that Indie's like are still very relevant today,  


Fashion is an important part of the 'look' of being an indie scenester, again, the look that is described on the UK Tribes website was published in 2008, since then the look of Indie's has changed - although the favoured brands have remained the same. 

The kind of person that we want to aim our music video at would be a 'festival goer,' someone that you would expact to see at Reading or Glastonbury. And considering the fact that the band who created the song that we intend to do our music video to have played at Reading, I think that this is an appropriate relationship between the audience and the song.
 

The media that UK Tribes says that Indie Scenesters are interested in has changed a lot since it was published, the media that Indie's are now interested is more along the lines of NME, XFM and E4.



I took some pictures of the type of audience that we are aiming to target...

A classic sign of an indie scenester is the Baracuta Harrington jacket, very popular amongst mods and skinheads in the 1960's so are now seen as being vintage a retro - a label that Indie scenesters strive to uphold.

Whilst taking these pictures we asked our 'models' questions about where they shop, what they do in their spare time and what music they listen to.

Tom Mcmahon:

Where do you shop? 
- Asos
-Topman
- Brick Lane (Rokit)
- Urban outfitters


What music do you listen to?

- Oasis

- Jake Bugg

                                                        - Mumford & Sons

                                                        - Paolo Nuitini

                                                        - Foo Fighters

                                                             - Vaccines

                                                             - Arctic Monkeys

                                                             - Stone Roses

                                                           What do you do in your spare time?

                                                           - Go to the gym

                                                           - Read magazines (NME)

As well as speaking to Tom Mcmahon, I also spoke to Tom Hammond who likes similar music and shops in similar places to Tom Mcmahon. However, his interests were different, he likes to play football and has more of an interest in media, he watches TV (mainly E4) and also reads magazines.

I spoke to Joe Robinson, (bottom right picture,) the answers that he gave to my questions were very different to that of Tom Mcmahon and Tom Hammond, he likes music such as Joy Division, Madness and the Specials. He buys his clothes from Ben Sherman, Fred Perry, Uni Qlo, charity shops and John Lewis and in his spare time he plays rugby, goes to the gym and works, this shows that he has little interest in media because he spends little time on the internet, watching TV and reading magazines/newspapers.

We want our target audience to be able to relate to our band and feel as though they understand them; this turns a target audience member into a fan, the distinct difference between someone that we want to target our music video to, and someone that we want to be a fan of the band is that a fan will may like the band for many reasons other than because they like the music that they produce, they may like the bands appearance, like them just because everyone else does or even just generally like the band as a whole, but we want our target audience to specifically relate to the music that is produced by the band as well as all the other reasons why a fan may like the band, it is for this reason that we want our target audience to be music lovers and in turn, festival goers.

I think that British youths will be able to relate to the band especially because the indie genre is more or less an evolved version of British pop which was created when - The Beatles especially - the British took American rock like Elvis, reconstituted it and sent it back to America who in turn added their own style and created bands such as Foster the People.

MTV Rocks

I have decided to analyse the music channel, MTV Rocks. I have chosen to analyse this channel because I think that our music video - when completed - will fit in well with the other videos that are aired on this channel. As well as this, the audience that MTV Rocks targets will also be the audience that we will aim to target with our music video.

I watched MTV earlier during the top 10 songs, I was surprised to see that not all of the top 10 songs were new singles, number 5 in the list was The Killers old song 'dancer,' this surprised me because I thought that they would all be new songs, but it showed that people obviously still buy the single to 'dancer'

I personally think that there are three types of song/video. There are songs that are so good that they dont need an amazing video to be recognised, there are songs that are pretty average, and cover that up with a really good video so that people recognise the song by remembering the video. And then finally, there are songs that are iconic, that also have amazing video's, songs like Thriller that have success in both the charts, and the views of their video.

By watching this channel for a couple of hours, I found that there were different programmes listed, regardless of whether the channel is just going to be playing music, it has to have a programme name that can be listed. When I was watching it, it was listed as "mtv rocks unleashed, top 10!," the programme that was coming on after was called, "ultimate stateside rockers," and after that, "marilyn mansons takeover," and then a regular feature on the channel "Biggest! Hottest! Loudest!"

There were several different artists that were featured on the channel, some were more indie artists than rock artists which I found a bit strange because there are other channels that are devoted to showing indie bands, there were a range of artists on the channel during the time that I watched it, I saw The Maccabes, Greenday, Paramore, The Killers, Muse and Linkin Park among others.

 When I was watching the channel I actually saw a video that literally struck as one of the best videos that I personally have ever seen, as soon as I saw it I wanted to watch it again and felt a strong need to tell me friends to watch it and how good it was, this made me realise the power that a single music video can possess and how easily a song can become well known just because of its video. The video was to the song "All I Want" by Kodaline

The message behind this video is amazing and the way that its shot is almost like its a short film instead of a music video because it has dialogue aswell. This video shows how easily music can convey a moral message, when in unison with youtube which allows it to be broadcast all over the world, music videos have the power to change the way people think.

This video has already got several positive comments and over 100,000 views since its recent release in September of this year.

During this research I realised how easily it was for videos to become widespread. From their debut on music channels, people will then watch it again on youtube, then tell their friends about it so that they will spread via word of mouth, the internet AND via music channels.



I also spotted many different cross promotions whilst watching the channel. Its not very clear fromthe pictures that I uploaded but whilst the videos were being played there was a logo for the new MTV show 'The Valley' at the bottom of the screen throughout the programme. As well as this, before the commercials would begin, there would be an MTV commercial either for the new series of 'Geordie Shore,' the final series of 'Jersey Shore,' or an advert promoting their new show 'The Valley,' this has been done to ensure that people will come back to watch MTV once they see the commercials for these shows which will increase their ratings as opposed to just advertising via the internet or by posters.

As well as the music channel, MTV Rocks also has a website. The channel promotes this which shows intertextual linking, in the logo at the top of the screen, in the little box underneath is the address of the website, www.mtv.co.uk/rocks. Featured on the website are all the links to the different MTV channels such as MTV Classic, MTV Music and MTV Hits. As well as this, there is also a playilst featured on the website which offers the audience a range of new songs to listen to. I noticed that teh channel is mainly aimed at boys because on the website there are loads of adverts for xbox games and trainers.

We want our music video/song choice to fit in easily with the playlist that is featured on the MTV Rocks website, we think that it would be appropriate and relevant in the playlist and would be believable. I searched 'Foster the People' in the search bar on the website to see if they were actually featured on the website, I found that they have a section of the website just for them which adds authenticity to our music video.

Planning